Project
Creating my ethical streetwear brand
Client
Self Started – ClydeBuilt
ClydeBuilt was my ethical streetwear brand. In 2014 I was designing and printing shirts and needed a way to get them out to the world. There are a growing number of consumers looking to improve their buying habits with ethical products, I looked to develop ways to share my message with them. ClydeBuilt offered familiar products made in a more conscientious way. The clothing was Fairwear, meaning everyone involved in making it, from the growers to the manufacturers, are paid fairly. The inks used were vegan, oil free and drain safe. All packaging was made from paper and is easily recycled.
I printed everything ClydeBuilt sold. All chemicals used to cleaning the screens were biodegradable and drain safe.
The thought behind the products has a wide appeal for ethical consumers and sharing this message gave opportunities for ClydeBuilt.
Project outcomes
- Sold out first line of designs in 7 months
- On sale in 4 locations in Glasgow including the prestigious Princes Square
- 2019 Exhibition and Workshops
- Led to collaboration with BeYonder, a profit for purpose manufacturer
- Led to collaboration with ClydeBuilt Music, a Glasgow DJ collective
ClydeBuilt is my ethical streetwear brand. In 2014 I was designing and printing shirts and needed a way to get them out to the world. There are a growing number of consumers looking to improve their buying habits with ethical products, I looked to develop ways to share my message with them.
Opportunity
Glasgow is the UK’s vegan capital and has a strong group of ethical consumers interested in streetwear fashion. These people are relatively well informed and are regular users of social media. Using web and social channels I built a following for ClydeBuilt and shared the brand’s message with a wide group of interested people.
Social media allows for direct communication with like minded people. I had the brand featured with larger fashion brands who shared ClydeBuilt’s ethics. When reciprocated this grew the following of all brands involved. Using influencer marketing helped build a following online and led to several Glasgow retailers get in touch offering to stock and market ClydeBuilt products.
ClydeBuilt I
The first line of ClydeBuilt designs were on sale in four Glasgow retailers including in the prestigious Princes Square. Covering all consumer touchpoints, I shared the brand’s ethical credentials and positive message on the clothing tags and printed labelling.
I directed the ClydeBuilt photoshoots working closely with the photographer before each shoot to make sure they understood what was required. I created mood boards of the style I was looking for and sketched several key shots I wanted to capture. I sourced locations for the shoot and we took a dry run of the day to ensure we knew what we’d get and how the models would be positioned. ClydeBuilt uses a mainly monochrome palette so I used the settings to give bursts of colour and warmth to the brand.
The results have been positive with the first line selling out in seven months.
ClydeBuit II
Learning from the first release, I changed my approach to the marketing content. I used the media shoot to tell a story of the brand, leading from the old Fairfield Shipbuilders building, to the flooded Graving Docks to the bright lights of the Hollywood Bowl.